Cummins&Partners & Puma: Show you care about marriage equality by tying a knot yourself

October 12, 2017

Should every Australian be able to tie the knot with whomever they want?

Hopefully the answer from everyday Australians will be a resounding yes. In the meantime, Puma is making its support clear with a clever campaign idea by Cummins & Partners, #LetUsAllTieTheKnot.

An idea that allows people to show their support for marriage equality in Australia.

#LetUsAllTieTheKnot will allow anyone to show their support for marriage equality by tying The Equality Knot – a simple, recognisable knot especially for the campaign by Melbourne’s Professor Shoelace, Ian Fieggen, a PUMA OG enthusiast and knotting expert.

C&P creative director, Mandie van der Merwe, commented, “whether you identify as lesbian, gay, bisexual, transgender, queer or intersex, you should be allowed to marry the person you love. But, if you live in Australia, you currently do not have this right; you cannot tie the knot with whomever you want. #LetUsAllTieTheKnot is a PUMA initiative that allows people who support marriage equality to make a statement about it every single day until the laws change.”

“This initiative is for equality. For love. For everyone. It is about supporting our people; whether that be our employees, our sportspeople or our consumers,” added Pancho Gutstein, general manager, PUMA Oceania.

“PUMA is a brand that stands up for individuality and being true to who you are. We welcome diversity in all forms. #LetUsAllTieTheKnot is our way of giving people a voice to express themselves and their individual views.”

Details of the campaign and instructions on how to tie The Equality Knot can be found here.

In addition, PUMA will offer up 5,000 limited-edition shoelaces, in the six colours of the rainbow flag to support the initiative. These will be available at PUMA Chatswood and Melbourne Central Flagship stores, as well as online at puma.com.au at no cost from October 12.

“The team at PUMA, Cummins&Partners, as well as the production partners who have all given their time and talent to bring this idea to life ask, that if you support marriage equality, tie The Equality Knot and share it using the hashtag,” C & P commented in the campaign statement.